Omnichannel is no longer a trendy industry buzzword for retailers – it’s now the reality in which they operate. Some retailers have dived headfirst into this environment; others have been slower to adapt. But every large retailer is selling online and through retail stores, with other potential channels like drop shipping and buy online, pickup in store.
The goal – and fundamental challenge – retailers face today is to provide the same experience for customers regardless of where they interact with the brand.
To accomplish that goal, retailers are investing more time and dollars into what IDC Retail Insights senior analyst Victoria Brown called “digital transformation” at a presentation Monday at HighJump Elevate 2017. The goal of that transformation is to blend the physical and digital experiences into one. Processes like automated supply (a new way to handle replenishment) and augmented living (clients interact with technology in the store) are two examples of this transformation.